The sequence of Next Steps is not merely a buying of time, however. On the contrary, if skillfully managed by the salesperson, it accelerates the buying cycle as objections are systematically eliminated. To repeat, the objective for the salesperson at each stage in the process is to have the prospect agree to their taking, together, the Next Step. Moreover, the Final Step is not closing on a given sale. There is no Final Step. If I understand Schiffman's thinking and the 26 strategies which he advocates, there is always a Next Step to strengthen even more the relationship with the buyer who will presumably make other purchases later.
Recently I learned that, after surveying many thousands of consumers of various products and services over a period of five years to learn why they no longer did business with certain companies, researchers were told that 1% of the customers had died; 3% had moved out of the area; 5% had been "influenced" away; 9% had found "better service" elsewhere; and 14% had experienced "unresolved conflicts" with the given company.
That adds up to 32%. Now here's the kicker:
68% left because of "perceived indifference."
Hence the obvious importance of what happens after a sale is made. Schiffman is dead-on when insisting that one of the salesperson's greatest challenges is to proceed, relentlessly, to each Next Step after one sale and before the next each customer. In this book, he explains HOW to do that, also why; it is the salesperson's responsibility sustain forward movement. Schiffman also explains why, in certain situations, it would be a waste of time to continue with certain clients without their permission. That does not preclude sustaining contact, and doing so with style and grace. His eminently sensible implication is that there are significant differences between cultivation and solicitation.
Throughout the book, the reader is provided with an abundance of practical advice which includes don'ts as well as do's. For example, Schiffman explains in Chapter 2 how to find out "who's really playing ball"...and who isn't; in Chapter 8, how to make forward progress even when the prospect says no; in Chapter 12, new ways to wake up sleeping prospects; in Chapter 20, how to raise the tough issues before the prospect does; and in Chapter 24, "how to find out where we really stand in the prospect's world." Simply knowing what the 26 "proven strategies" are is well worth the cost of this book; having Schiffman explain how to use each most effectively creates for the book a value that is incalculable.
Of course, the best advice in the world is worthless unless and until it results in appropriate action. Success doesn't just happen.
Schiffman included actual case examples from his company, including some of their failures and how they corrected them. I have many pages bookmarked for future referrence. Many salespeople "fall of the wagon" every now and then. Schiffman helps the sales profession get back on the wagon to success.
Sales Don't Just Happen: 26 Proven Strategies to Increase Sales in Any Market covers many of the topics discussed in more detail in other Schiffman books. However, I strongly suggest that you read the other targeted selections, such as Cold Calling Techniques, Closing, Telesales etc. The targeted guides, as I call them, will complement the Sales Don't Just Happen book.
Buy this book, you will not be disappointed.